Founded by a former Glossier and Daily Harvest finance executive, the startup wants to bring a direct-to-consumer model to motorized window coverings.
The Shadery has raised $3 million in seed funding led by Lerer Hippeau.
Corazon Capital, Amity Supply, SuperAngel.Fund and OpenSky Ventures also participated.
The company was founded by Matt Weiler, who previously held finance leadership positions at Glossier and Daily Harvest.
Its product combines motorized hardware with interchangeable fabric panels.
Separating Hardware From Design
Traditional window shades often require customers to replace the entire installation when they want to change fabrics.
Motorized alternatives can also involve complicated installations and substantial costs.
The Shadery separates the product into two components: a motorized console and a removable fabric panel.
The hardware supports windows between 24 and 60 inches wide and operates using a rechargeable battery.
It connects to Apple Home, Google Home and Amazon Alexa through the Matter smart home standard.
A complete shade starts at approximately $699, while replacement fabric starts at $349.
A Recurring Revenue Opportunity
The company's business model creates an opportunity to sell new fabrics to existing hardware customers.
This could turn an infrequent home improvement purchase into a more recurring consumer relationship.
Its launch collection includes solid colors and printed designs, with additional seasonal products planned.
The Shadery will compete with established window covering manufacturers and smart home brands.
The central challenge is convincing customers to adopt a new hardware ecosystem while delivering an installation and design experience that justifies its price.
The funding will support product launch and commercial expansion.
Founder: Matt Weiler. Investors: Lerer Hippeau, Corazon Capital, Amity Supply, SuperAngel.Fund and OpenSky Ventures.